With a free service it's given because they have to monetize end of the day. For paid services different businesses will have different strategies. Some have a solid business model and are content with it, some want to differentiate themselves using privacy, some simply don't want to take the reputation risk that comes with moves like this. Will there be some sleazy bastards who take your money and your data (cough cough gith*)? Sure, but they will get found out eventually and astute people will be able to steer away.